Amazon blocks 99% of counterfeit listings with AI-powered fraud prevention

Amazon‘s latest Brand Protection Report reveals significant advances in AI-powered fraud prevention, showcasing how the e-commerce giant has weaponized artificial intelligence to combat counterfeiting. The company’s billion-dollar investment and strategic hiring of ML scientists and software developers has enabled them to block over 99% of suspected infringing listings proactively, demonstrating how AI has become central to maintaining marketplace integrity and consumer trust in digital commerce.

The big picture: Amazon invested more than $1 billion last year and expanded its workforce with specialized AI talent to strengthen its fraud prevention capabilities.

• The company specifically hired machine learning scientists and software developers to drive innovation in brand protection.
• These investments have allowed Amazon to develop automated systems that can detect potential counterfeits at unprecedented scale.

Key accomplishments: Amazon’s AI-powered systems prevented the vast majority of intellectual property violations before they could reach consumers.

• The company’s “proactive controls blocked more than 99% of suspected infringing listings” before brands needed to report them.
• The Counterfeit Crimes Unit identified, seized and disposed of over 15 million counterfeit products worldwide.

Technology innovations: Amazon launched new automation tools to help brands verify product authenticity throughout the supply chain.

• A new application programming interface for Amazon Transparency serves as a “product serialization solution” that automates verification processes.
• This system has enabled the verification of more than 2.5 billion product units with 88,000 brands enrolled worldwide.

What they’re saying: Amazon expressed pride in its anti-counterfeiting progress while acknowledging the collaborative effort required.

• “We are proud of the progress we have made in preventing counterfeits within the Amazon store,” the company stated in the report.
• Amazon emphasized that success “would not be possible without the partnerships we have been able to build with brands, associations, policymakers, law enforcement, and others.”
• The company added: “We remain committed to continued advancements, and we will not rest until we drive counterfeits to zero.”